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Marketing plan for soft drink company
Industry analysis: soft drinks
Industry analysis: soft drinks
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Empire is an American movie drama television show based in New York centering on hip hop music and Entertainment Company. The movie was launched by Fox on January 7, 2015. PepsiCo brand is a major brand featured in the plot of the story. The show would prepare viewers for commercials that served as the extension of the show. Pepsi is a carbonated soft drink produced and manufactured by PepsiCo. For instance on December 3, 2015, Pepsi aired one of the commercial starring empire characters, Jamal as part of the unique product integration hit show (Dann, 2005). Pepsi was written in a three-episode story line where he lands on an endorsement deal with the beverage giant.
Question 2
Pepsi is a convenience product being a soft drink, it is relatively an inexpensive product and does require much shopping effort; consumer buys this product regularly without much need for planning. However this does not mean that the consumer has no preference for brand, consumers are aware of their favorable brand. There is a need for wide distribution to reach all their customers. Pepsi may not fit to be a shopping product since it is not only found in fewer stores though sometimes the consumers
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At average there were 21.2 million total viewers of which 4.8 were nonlinear. PepsiCo has very strong brand equity in America and other countries in the world; it is well known and has attained a good relationship with their loyal customers. Empire increased PepsiCo brand equity by it being a favorite to most Americans (Withalm, 2007). In fact Emily Silver, VP-marketing for PepsiCo North America Beverages noted that the Empire integration was a new terrain for PepsiCo brand. She also noted that it was a breakthrough for the industry as it attracted all demographics and remained one of the most watched series in
Pepsi needed a strong regional partner. Pepsi had been falling behind to Coke in Mexican market. However, changes in the regulatory environment had cut Coke’...
Pepsi by all means, will not hesitate to when promoting their products and in fact, Pepsi has been spending over one billion dollars on advertisements, gaining thirty-four millions Facebook likes and two million Twitter followers (O’Brien. "Coca Cola vs. Pepsi: Comparing Sales, Earnings & More"). They also sponsor some of the famous American sports for instance, NFL (national football league), the NHL (national hockey league), and just recently, they have also replaced Coke, as a NBA sponsor (national basketball league) who was a major sponsor for two years in a row (Alesci, Rooney). Pepsi has a huge impact of today's generation and will not balk at anything to come to the
The soft drink industry in the United States is a highly profitably, but competitive market. In 2000 alone, consumers on average drank 53 gallons of soft drinks per person a year. There are three major companies that hold the majority of sales in the carbonated soft drink industry in the United States. They are the Coca Cola Company with 44.1% market share, followed by The Pepsi-Cola Company with 31.4% market share, and Dr. Pepper/Seven Up, Inc. with 14.7% market share. Each company respectively has numerous brands that it sales. These top brands account for almost 73% of soft drink sales in the United States. Dr. Pepper/Seven Up, Inc. owns two of the top ten brands sold. Colas are the dominant flavor in the U.S carbonated soft drink industry; however, popularity for flavored soft drinks has grown in recent years. The changing demographics of the U.S population have been an important factor in the growing popularity of these flavored soft drinks. The possible impact of this factor will be addressed later in the case.
Pepsi had the great idea to use the general public in their commercials and show that Pepsi was preferred over Coke. ("Rock and... Wars"). This worked well, since the people in the commercials and the people watching at home were both included in the ‘general Public.’ ("Rock and... Wars"). Pepsi and Coke began using famous people in their commercials and advertisements. Coke and Pepsi began having blind taste tests to see which beverage is preferred. The blindfolding made it fair. People began worrying about their health and taking soda out of their diet. ("Rock and... Wars"). Due to this both Pepsi and Coke have been dropping in sales. ("Rock and... Wars"). To try and avoid competition the two brands try to use different consumers, sponsor different sports, and make different their logos. ("Rock and... Wars"). They also chose different colors for their packaging, and built different images for their brand. ("Rock and...
In terms of promotional activities, the advertising and giving away of free offers and vacations by Coca cola and Basmati rice by Pepsi, the coca cola’s goal in connecting the youth to the market, the different promotional TV campaigns in India using of celebrities, and the Pepsi sponsorship of cricket and soccer sports. In terms of pricing policies, Pepsi got a quicker market share by their belligerent pricing policies and coca cola’s 15-25% price cut down in the market. In terms of distribution arrangement, the bottling and packaging of products for better distribution around
PepsiCo is one of the foremost food and beverage companies in the world and sells its products of Pepsi, Frito Lay, Tropicana, Quaker, and Gatorade in more than 200 countries and territories world wide (PepsiCo, 2014). With the large size of PepsiCo and the substantial volume of products produced and sold around the world having a having a swift, seamless, integrated, and cost effective supply chain is essential to the well being of the company. The mission of PepsiCo is to grow its business into a world-class food and beverage company while providing growth to its employees and financial rewards to its investors (PepsiCo, 2014). The supply chain for PepsiCo is an integral piece of the company that needs to run flawlessly in order for PepsiCo to attain its mission.
PepsiCo is a large global company that has many strengths and advantages. One of Its main strengths is that its product range is diverse; this means that it doesn’t rely on a few key products or seasonal sales and isn’t significantly affected by changes in customer tastes. PepsiCo also has an extensive distribution channel serving over 10 million stores a week I over 200 countries. (Strategicmanagementinsight.com.) One of the reasons why PepsiCo’s growth has been so successful is its approach to merging and acquisitions of beverage, bottling and snack companies. These merges have lead to the company not having to rely on the sales of a particular brand or product and mean that the company has 22 brands that contribute to its income. PepsiCo spent over $2 billion on advertising in 2012 this lead to an increase in their market share and their competitiveness. (http://www.pepsico.com) The firm also recognizes its role in society and gets very involved in charity work that has to do with education, recycling, water usage reduction, obesity fighting and other projects. This is done through its very own foundation, which increases the awareness of its brands name and customer loyalty.
Brand Image / Loyalty: Coke and Pepsi have a long history of heavy advertising and this has earned them huge amount of...
The A-Team has introduced a new product called Pepsi Platinum for the company, PepsiCo, in Phase Two. This dissertation will identify segmentation criteria that will impact PepsiCo target market selection. This dissertation will describe the organizational buyers and consumers of Pepsi Platinum and factors that influence their purchasing decisions and discuss how these factors will impact PepsiCo’s marketing strategy. Finally, this phase shall analyze current competitors and define the competitive landscape for Pepsi Platinum.
Pepsi Company (PepsiCo) owns many brands of beverages, snacks and other foods. Its major product, Pepsi Cola, is one of the most popular carbonated beverages. Besides that, PepsiCo owns the brands Quaker Oats, Gatorade, Frito-Lay, Tropicana, Mountain Dew, Naked, Mirinda and SoBe. In order to maintain, or preferable expand, its market share, PepsiCo constantly introduced new products under its brands. This is a marketing strategy known as Product Development. By modifying the formulas and ingredients, PepsiCo had invented and marketed more than 50 types of carbonated beverages under the brand of Pepsi. To name a few, Pepsi Free introduced in 1982, Pepsi AM introduced in 1989, Pepsi Tropical introduced in 1994, Pepsi Blue introduced in 2003, Pepsi Edge introduce in 2004, Pepsi Lime introduced in 2005, and Pepsi Ice introduced in 2007. Some of the products survive and being accepted by consumers, however large number of the new formula Pepsi had failed and been removed from the market shelves in as short as 6 months.
Since neither of the products created the measurable sales and market share increase Pepsi needed, PepsiCo International (PCI) executives conceived of a plan to create a new tagline and re-brand all existing Pepsi products, signage, advertising materials and in-store display units. The executives envisioned a simultaneous, global campaign that would create stronger brand equity and resonance in the consumer consciousness.
There are a variety of beverages available to us today with a wide range of differences, some are flavored, carbonated, low calorie, energy boosters, and just plain water. When it comes down to carbonated drinks there are two major rivalry soda companies dominating the market. Coca Cola and Pepsi are two well know cola distributors with very credible history, but the question still remains one is America’s favorite? With the ongoing competition between Coca-Cola and Pepsi, each company is incorporating new strategies for marketing and advertising there brands. When comparing an advertisement from each of the companies, we will review how they appeal to consumers.
PepsiCo's mission listed on their website said as follows: "Our mission is to be the world's premier consumer products company focused on convient foods and beverages. We seek to produce finanical rewards to investors, business partners, and communities in which we operate. And in everything we do, we strive for honesty, fairness, and intergrity." Their mission is done through programs with environmental care, activities that aid the society, and a commitment to build shareholder value. PepsiCo puts significant emphasis on shareholders throughout all aspects of the company.
... it’s a buyer’s market, therefore instead on focus on push advertising and trying to compile prospective customers to buy their product, Pepsi is trying to make Pepsi a part of the consumers life so, whether consciously or unconsciously, if a customer goes out to buy soda the first thing that comes to his/her mind, is Pepsi. I find this especially intriguing, because as an aspiring entrepreneur I hope to one day market my products with the same if not better technics as Pepsi.
...e and Pepsi’s already established image as producers of premium product is key to discouraging other companies from entering the soft drink industry. However, as the market in the U.S has leveled off, they should continue to invest globally in marketing and advertising for further profit growth, which will in turn positively influence their well established brands to further increase soft drink sales and profits.